Today, more than 100,000 domains ending in XXX went live.

In preparation, lots of people, companies and universities snatched up domains to prevent the porn industry from tainting their brands.

DNJournal keeps a tally of the highest sold domain names. On October 12, Gay.xxx was purchased in a private sale for $500,000, the highest XXX domain sale yet.

By comparison, the highest .com domain ever sold was Sex.com in 2010 for $13 million.